The document discusses using mass media campaigns for health communication. It outlines several theoretical models for how campaigns can influence behavior change, from the traditional "educator's model" of providing information leading to attitude and then behavior change, to the "advertiser's model" of using an "irrelevant motivator" to grab attention and create an initial behavior. It presents Sandman's environmental communications model, which combines these approaches by using a motivator to trigger an initial small behavior and induce cognitive dissonance, then providing information to resolve the dissonance and support continued behavior change. The document also covers defining target audiences, developing campaign messages based on formative research, implementing the campaign, and evaluating its impact on exposure, attitudes,

1. Using Media Campaigns In Health communication Done by: AL-Joharah & Dina

12. The Reality of the Mass Media- “The Can Do”

13. The Reality of the Mass Media- “The Cannot Do”

21. Educator’s Model

24. Cont, Advertiser’s Model

31. An Environmental Communications Model (Sandman’s model) “ Advertiser’s Model” “ Educator’s Model”

39. Stages of a Campaign